Monster.co.uk is returning to TV advertising for the first time in five years, as part of a targeted above-the-line campaign to encourage people to "find better" jobs.
The campaign by the BBDO network breaks on Monday across TV, outdoor and radio.
The first TV ad, "double take", features an executive in his lavish office complete with a stag’s head. On the other side of the wall sits an average office worker with the rest of the stag’s body. Danny Kleinman at Rattling Stick directed the spot.
Noam Murro from Biscuit directed "Pinocchio", the second ad, which features a man who is unhappy in his job but puts on a brave face, as his nose grows longer.
"Double take" was written by Reuben Hower and art directed by Gerald Caputo, while "Pinocchio" was written by Oliver Handlos and art directed by Jens Waernes.
The ads will be shown more frequently between Sundays and Tuesdays, with a particular focus on Sunday evenings, to reach job seekers early in the week when they might be thinking about looking for another role.
Monster.co.uk will reach possible jobseekers in the morning through a partnership with Global Radio’s Capital network and use digital outdoor to prompt people on their way home to look for jobs when they get there.
To continue the campaign online, Monster.co.uk will use digital display and search to reach people on mobile, tablet handsets and desktops throughout weekdays, in the evening and at the weekends.
BBDO NY created the TV ads. The outdoor and digital ads were created by Amsterdam-based FHV BBDO, written by Paul Falla and art directed by Bas de Graaf.
Manning Gottlieb OMD handled the media planning and buying for the campaign, which runs until the end of March, while the search and digital was handled by Resolution Media.
David Henry, vice president of marketing at Monster.co.uk, said: "Over the last few years many people have been hesitant to look for a new job; some believe there are few of the right jobs out there, some have simply decided to stay put.
"2013 is the 'new normal', where the economic climate ceases to be such an important factor in people’s career decisions – leading to a growth of people now prepared to move for the right job.
"Monster’s new campaign stimulates and encourages people to look for a better role, and demonstrates how easy it can be using Monster’s unique semantic search technology.
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